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The problem isn't that those companies are wrong, or that those companies are jerks (probably on the first, definitely on the second). The problem is they're capable of litigating us "little people" into the ground without blinking a checkbook. I don't know to what extent any given company would try it, or how successful they're likely to be (knowing their fondness for running their opponents out of money, big company versus starving writer, that's not hard), but it's something to be aware of. Along, of course, with the wisdom of giving any free publicity to someone who treats people who give it to them that way. Of course you're not selling Rollerblades, but if the company that is decides to sue you because you didn't say "Rollerblades brand of inline roller skates" in your story, it's possible that you may not be able to afford to defend yourself. Probable? I dunno. But I'd be at least somewhat paranoid.
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